Analysis Of Consumer Preferences Towards Kolontong Maca Products In Cikadu Village

Abstract

This research aims to analyze consumer preferences for Kolontong MaCa products. Kolontong is a typical food from West Java which has a sweet taste and is made from sticky rice and brown sugar. This research uses a quantitative approach with data collection methods through observation interviews and distributing questionnaires to the surrounding community. The results of the research show that consumer preferences for Kolontong MaCa products tend to be stable where consumers continue to choose Kolontong MaCa products because of their consistent for taste, quality and price. Apart from that, the factors that influence the purchase of Kolontong MaCa are influenced by internal and external factors. such as needs and desires, personal preferences, previous experience and knowledge of the product itself in addition to advertising and promotions, recommendations, quality, price, brand. The most important thing in marketing a business is customer satisfaction. Judging from the results of our research, consumer satisfaction with Kolontong MaCa tends to be quite good. Despite the lack of attractiveness in packaging, Kolontong MaCa products remain the choice of the people in Cikadu village